Learning Outcome
Assessment Criteria
LO1 Understand the scope of marketing communications
1.1 explain the communication process that applies to
advertising and promotion
1.2 explain the organisation of the advertising and
promotions industry
1.3 assess how promotion is regulated
1.4 examine current trends in advertising and promotion,
including the impact of ICT
LO2 Understand the role and importance of advertising
2.1 explain the role of advertising in an integrated
promotional strategy for a business or product
2.2 explain branding and how it is used to strengthen a
business or product
2.3 review the creative aspects of advertising
2.4 examine ways of working with advertising agencies
LO3 Understand below-the-line techniques and how they are used
3.1 explain primary techniques of below-the-line promotion and how they are used in an integrated promotional strategy
for a business or product
3.2 evaluate other techniques used in below-the-line
LO4 Be able to plan integrated promotional strategies
4.1 follow an appropriate process for the formulation of a budget for an integrated promotional strategy
4.2 carry out the development of a promotional plan for a business or product
4.3 plan the integration of promotional techniques into the promotional strategy for a business or product
4.4 use appropriate techniques for measuring campaign effectiveness
